【摘要】：隨著我國銀行業(yè)的逐步對外開放、互聯(lián)網(wǎng)金融的發(fā)展和銀行業(yè)機構數(shù)量的不斷增加,國內(nèi)的銀行業(yè)不斷面臨新的機遇與挑戰(zhàn)。射陽縣是全國經(jīng)濟百強縣之一,產(chǎn)業(yè)發(fā)展基礎較好,國有商業(yè)銀行和其他商業(yè)銀行分布廣泛,金融領域競爭異常激烈。面對競爭,江蘇射陽農(nóng)村商業(yè)銀行如何結合自身特點,改進服務營銷,提高服務質量和市場占有率,促進利潤增長,已成為亟需解決的問題。本研究對于鞏固江蘇射陽農(nóng)村商業(yè)銀行在縣級金融領域內(nèi)的地位,進一步發(fā)揮好在“三農(nóng)”中的金融支撐作用具有重要現(xiàn)實意義。筆者采用文獻研究和調查研究方法,主要運用商業(yè)銀行服務營銷理論和7Ps營銷理論,總結了江蘇射陽農(nóng)村商業(yè)銀行服務營銷現(xiàn)狀,分析了該行在服務營銷上存在的問題,并在分析該行服務營銷內(nèi)外部環(huán)境的基礎上,針對問題提出了該行服務營銷策略的建議。近年來,江蘇射陽農(nóng)商銀行牢固樹立“服務三農(nóng)”理念,打造農(nóng)村微小企業(yè)服務載體平臺,創(chuàng)新金融服務模式思路,充分發(fā)揮農(nóng)村金融主力軍作用,為射陽縣經(jīng)濟社會發(fā)展以及新農(nóng)村建設發(fā)揮了積極作用。但目前該行在服務營銷方面還存在產(chǎn)品缺乏創(chuàng)新、價格作用不明顯、渠道管理粗放、促銷思路陳舊、服務過程僵化、有形展示不充分等問題。因此,江蘇射陽農(nóng)村商業(yè)銀行應采取加強服務產(chǎn)品創(chuàng)新、規(guī)范服務產(chǎn)品的定價、建立靈活的銷售渠道、實行多元化的促銷策略、改善服務過程、強化服務有型展示等服務營銷策略。江蘇射陽農(nóng)村商業(yè)銀行除了要采取上述服務營銷策略外,還必須充分利用自身優(yōu)勢和特點,完善人力資源構成,優(yōu)化自身組織結構、加強軟硬件基礎設施建設、推行電子信息化技術體系,只有這樣才能打造成具有區(qū)域特色的現(xiàn)代商業(yè)銀行。
[Abstract]:With the gradual opening to the outside world of China's banking industry, the development of Internet finance and the increasing number of banking institutions, the domestic banking industry is constantly facing new opportunities and challenges. Sheyang County is one of the top 100 counties in the national economy, with a good industrial development foundation, a wide distribution of state-owned commercial banks and other commercial banks, and fierce competition in the financial field. In the face of competition, how to improve service marketing, improve service quality and market share and promote profit growth in Sheyang Rural Commercial Bank of Jiangsu Province has become an urgent problem to be solved. This study has important practical significance for consolidating the position of Sheyang Rural Commercial Bank in the county level financial field and further exerting the financial support function in the "three rural areas". By using the methods of literature research and investigation, the author summarizes the current situation of service marketing of Sheyang Rural Commercial Bank in Jiangsu Province and analyzes the problems existing in service marketing of Sheyang Rural Commercial Bank of Jiangsu Province, mainly by using the theory of service marketing of commercial banks and the theory of 7Ps marketing. On the basis of analyzing the internal and external environment of the service marketing of the bank, the suggestions of the service marketing strategy of the bank are put forward. In recent years, Sheyang Agricultural and Commercial Bank of Jiangsu has firmly established the concept of "serving agriculture, rural areas and farmers", created a service carrier platform for rural micro-enterprises, innovated the thinking of financial service mode, and brought into full play the role of the main force of rural finance. Sheyang County for economic and social development and new rural construction played an active role. But at present, there are still some problems in service marketing, such as product lack of innovation, price function is not obvious, channel management is extensive, promotion ideas are outmoded, service process is rigid, visible display is not sufficient, and so on. Therefore, Jiangsu Sheyang Rural Commercial Bank should strengthen the innovation of service products, standardize the pricing of service products, establish flexible sales channels, carry out diversified promotion strategies, and improve the service process. Strengthen service marketing strategy, such as service display. In addition to the service marketing strategy mentioned above, Sheyang Rural Commercial Bank of Jiangsu Province must make full use of its own advantages and characteristics, perfect the composition of human resources, optimize its own organizational structure, and strengthen the construction of software and hardware infrastructure. Only in this way can the electronic information technology system be developed into a modern commercial bank with regional characteristics.
【學位授予單位】：揚州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F832.35

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